Exploring Tourist Behavior and Satisfaction at Restaurants and Beverage Outlets in Banthat Thong Area

Abstract

This research aims to study the behavior and satisfaction of tourists using restaurant and beverage services in the Bantadthong area. The study investigates various aspects such as service usage behavior, travel habits, preferred types of restaurants and beverages, and factors influencing the choice to use services in this area. It also compares satisfaction levels in terms of product, price, promotion, personnel, process, distribution channels, and amenities.
The sample group consisted of 400 respondents, calculated using the Taro Yamane formula with a 0.05 confidence level and less than 5% margin of error. Data was collected using Google Forms for analysis.
The findings revealed that most tourists were female, aged 15-24, with a bachelor's degree, and had an income range of 10,001-20,000 THB. The main reasons for choosing to visit Bantadthong were the variety of restaurants and socializing with friends. Tourists typically traveled by public transport or privately, preferred cafes and bakeries offering beverages, and spent 3-4 hours in the restaurant, usually between 5:01 PM and 8:00 PM. Information about restaurants was mainly sourced from TikTok, and promotions significantly influenced decision-making. The average spending per visit was between 301-500 THB.
In terms of satisfaction, tourists were particularly pleased with the restaurant's reputation, effective social media advertising, staff problem-solving skills, and convenient payment methods. The restaurant decor was attractive, and the food menu was visually appealing. The most popular restaurant among tourists was "Nu Nao Milk."
These findings provide valuable insights for developing marketing strategies that effectively meet tourist demands and enhance business operations in the Bantadthong area.